Cultural factors are the values, beliefs, customs, and norms that influence the way
people think, feel, and behave. These ideologies are pushed into our minds from a
very young age.
In my culture, since studies are given high importance and it determines how people
see and value you as a person, I wanted to gain that respect. It also influences who
we marry as in our culture, arranged marriage takes place and your level of
education and where it was done plays a role in finding a better bride/groom.
Social factors in marketing are the elements that are related to the company's
consumers and what influences their behaviour
.
There are many social factors that
can influence consumer behaviour like family, friends, peer groups, reference groups,
social class.
I have many relatives here including my brother which aided my decision as I love to
be around family. Many friends who have studied in Australia have influenced my
decision as they helped me understand the standard of living one receives in
Australia and how graduating from a reputed university helps you land a well-paying
job to support a better life.
The Personal Factors are the individual factors to the consumers that strongly
influences their buying behaviours. These factors vary from person to person that
results in a different set of perceptions, attitudes and behaviour towards certain
goods and services.
I chose Monash university as I was impressed with the course curriculum as it
covered units that I wished to study. Another factor was that Monash is ranked high
on the QS world rankings; it made me feel good to be associated with such a brand.
Australia was a dream destination since I was young and being able to study outside
India and still have family around was key in my decision-making process.
